Sustainability – an increasingly important factor in travellers’ decision-making process

Date
March 12, 2021
This afternoon at the ITB Berlin NOW convention, Caroline Bremner, head of travel research at Euromonitor International is talking about her organisation’s Sustainable Travel Index and “The Winners’ Recipes for Success”. We asked her to give us a few insights.

We are delighted to share the findings of Euromonitor’s new Sustainable Travel Index, where we look at tourism through a sustainability lens to help destinations and travel businesses with their green transformation to forge a resilient recovery. We assessed 99 countries across seven pillars – environmental, social and economic sustainability, risk, sustainable tourism demand, transport and lodging – looking at countries’ comparative performance in 57 different indicators.

Not surprisingly given the European Green Deal, the top 20 leading countries in the Sustainable Travel Index for 2020 are located in Europe, led by Sweden ranked #1. Just outside the top 20 sit New Zealand that made strides in environmental sustainability, along with Canada and Bolivia performing well in social sustainability.

Are you finding that it is now a key part of the decision-making process for travellers?
Every year we see increased interest in all things related to sustainability from consumers across 40 countries, and even higher levels of engagement in regions like Scandinavia and Latin America. In 2020, 64.5% of global consumers were worried about climate change, up from 55.1% in 2015, and 65.2% wanted to have a positive impact on the environment through their daily actions.

 

Photo: Caroline Bremner, head of travel research at Euromonitor International


ITB Deep Dive: World Premiere: Top Countries for Sustainable Travel – Euromonitor International
Today, Friday, 12 March 2021 – 13:00
ITB Berlin NOW Convention Stage 1

 

ITB Panel Discussion: Euromonitor’s Sustainable Travel Index – What are the Winners’ Recipes for Success?
Today, Friday, 12 March 2021 – 13:35
ITB Berlin NOW Convention Stage 1